1/18/2013
Millennial men (ages 18-34) who buy personal care products are more likely than women their age to prefer buying them online, according to Mintel. More than half of 18-34-year-old male personal care product buyers (52%) and 48% of female buyers are interested in apps that would help them choose the right products.
Three in 10 Millennial shoppers (31% of men and 30% of women) research these products on mobile devices. Men (45%) are more likely than women (32%) to say they’re more willing to shop for personal care products online when websites offer interactive customer service features such as live chat.
As with most online shopping, finding the best deal is a key motivator for purchasing personal care products online. Almost six in 10 online health and beauty shoppers of all ages (58%) look at products in-store, then check online to see if they can find a better deal. Almost four in 10 (38%) like the idea of being able to get coupons for health and beauty products on their smartphones for immediate use when shopping in-store.
Top health and beauty products purchased online are facial moisturizer, women’s and men’s fragrances, and cosmetics.
Source: “Beauty Online – U.S.,” December 2012, Mintel, Shannon Romanowski, Beauty and Personal Care Analyst, 351 W. Hubbard St., 8th Fl., Chicago, IL 60654; 312-932-0400; info@mintel.com; www.mintel.com. Price: $3,995.
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